The reality of food is different for millions of people worldwide, despite the fact that many of us take it for granted. World hunger reached 828 million in 2021, up 46 million since 2020. With 8% of the world's population predicted to be hungry in 2030, the United Nations indicated that we are moving farther away from our goal of ending this crisis.
While food scarcity has varying causes depending on the area of the world, it is often initiated by poverty, inflation, rising commodity prices, or environmental factors like flooding or drought. Especially now, when the world is still recovering economically from the aftermath of the pandemic and the potential for a global recession, scarcity of food will remain a concern.
This growing crisis requiring public attention inspired one of the prototypes in our Elements envelope — NEFERTUM — our Egyptian perfume concept designed to raise awareness about food scarcity. According to mythology, Nefertum is the god of flowers and plants, representing the harvesting of crops. In many depictions of him, he has a lotus flower on his head, which is associated with creation and rebirth in ancient Egypt due to the way the flower closes at night and opens again in the morning.
The NEFERTUM label is printed on Fasson® rCrush Citrus FSC® paper that's made from 15% juice by-products, 40% post-consumer recycled fibers, and 45% virgin wood pulp. The design is elegant and minimalistic, mainly based on the well-known Egyptian hieroglyphics on walls, while the texture and color of the paper also strongly relate to this ancient theme. Symbols referring to animals and plants on the label are further highlighted with golden micro-embossed elements to reference food scarcity clearly.
This prototype aims to demonstrate how luxury brands can pair sustainable labels with environmentally conscious design elements to raise awareness. The use of materials such as rCrush Citrus FSC® paper supports sustainability while aligning with the message of food scarcity. By integrating thoughtful design with purposeful messaging, the NEFERTUM label serves as a visual and tactile reminder of the importance of addressing global food security.
The NEFERTUM label is printed on sustainable Fasson® rCrush Citrus FSC® paper, with offset printing for sharp details and flexo printability for high-volume production. The design incorporates hot foil stamping, screen printing, debossing, embossing and cold foil to enhance both the visual appeal and tactile experience, supporting the brand’s environmental message.
